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the digitalization of foodservice
Digitization and digitalization are two
related but distinct concepts.
Digitization is the process of
transforming information from a physical
format to a digital version. For example,
scanning a paper document or
converting an analogue audio signal to a
digital file.
Digitalization is the practice of utilizing
technology to enhance corporate
processes. For example, automating a
workflow or creating a digital platform
for customer service.
Let’s explore some examples of
digitization. A customer walks into a
branch of Black Sheep Coffee - they
select their drink and food choices from a
large touch screen in the lobby, pay
cashless, and then proceed to a counter
to receive their order.
The barista chats to them, talking about
their choices, asking how their day is
going, sharing warm tones of
communication and hoping to make their
day even better through that moment of
interaction and the food they are about
to enjoy.
www.beveragestandardsassociation.co.uk
Another example would be
sitting at a booth in
Wetherspoons and ordering your
entire menu, plus drinks all from
an app on your phone.
No waiter/barman- just a
busboy/server to deliver and
clear your table. Lastly, your card
physical loyalty card is replaced
with digital points you
accumulate which incentivise
repeat purchases versus a
physical stamp by the server.
You may even be ‘paying’ simply
by ‘touching’ your phone QR code
to confirm your paid monthly
‘Club Pret’ £30 subscription. If
you’re in the Pret programme
you will enjoy 5 daily free drinks
and 20% off all orders.
Just consider the time saved with
this digitization- how fast is the
return on investment- super fast!
MARCH/APRIL. 2024 | ISSUE 35
Are we moving
slowly towards a
till-less society?